Tasmanian Tourism the Flavour of the Month

13 October 2009

The Minister for Tourism and the Arts Michelle O’Byrne says Tasmania is set to be the flavour of the month across Australia as the State’s latest tourism marketing drive gets into full swing.

Ms O’Byrne said Tourism Tasmania’s $2million integrated marketing campaign and the ‘A World Apart, Not A World Away’ positioning was delivering outstanding exposure for Tasmania.

“Through traditional print advertisements and innovative promotional and media activities, we have ensured Tasmania is front and centre in the minds of consumers looking to plan and book their next holiday,” Ms O’Byrne said.

Following recent advertisements in the Sydney Morning Herald and Age newspaper’s magazines, hundreds of food lovers in Melbourne and Sydney jumped at the chance to fly to Tasmania for the day to experience a ‘Hot Lunch’.

“This offer was extremely popular with consumers in our Sydney and Melbourne markets and the places available sold out in a matter of hours.”

The 120 guests will be flown to Hobart from Sydney and Melbourne and be transferred to Peppermint Bay by Hobart Cruises. They will be entertained on arrival by a trio of musicians from the Tasmanian Symphony Orchestra before enjoying a five-course lunch of fine Tasmanian food and wine.

“The Hot Lunch promotion fits perfectly with our ‘A World Apart, Not A World Away’ positioning. We’re highlighting that Tasmania offers world-class experiences as well as showing people that we’re close and very easy to visit, right now.”

“This is the first time a ‘Hot Lunch’ event has been held outside of Melbourne and Sydney and the high-level of interest shows there is potential for these type of events in the State.”

“Thanks to our Tasmanian tourism partners, we’ll be giving the 300 people on the waiting list the chance to take up other Tasmanian gourmet food indulgence deals.”

The popular 7 Network breakfast show, Sunrise, is also broadcasting its weather segments from Tasmania this week.

“Tasmanian tourism experiences are being showcased during the six weather crossovers with presenter Fifi Box each day with viewers encouraged to visit discovertasmania.com for holiday information and special offers from our tourism operators.”

Sunrise is Australia’s leading breakfast program, with an average daily audience of 311,000 viewers.

Ms O’Byrne said the Sunrise visit is just one of many media visits targeted by Tourism Tasmania as part of its current marketing activity to promote Tasmania’s tourism products and experiences. 

“Getaway filmed in the Tasmania last week visiting Bruny Island and Bothwell and has another visit planned for later in the year.”

Ms O’Byrne said there was an impressive list of media visits coming up over the next few months including Wish Magazine, Qantas in-flight magazine, Better Homes and Gardens, Wheels Magazine, Australian Gourmet Traveller, Canberra Times, Jetstar in-flight magazine

Other promotions will see 774,000 12-pageTasmanian experience booklets distributed to readers of Fairfax media’s Good Weekend magazine on Saturday and a partnership with Paddy Pallin which will see Tasmania’s East Coast as the feature location for the adventure brand’s 2009-10 summer catalogue.

Further information: Matthew Sullivan 0407 816 462